6 web design tips based on scientific findings
Web designers are concerned with creating an appealing framework for the content of a website and have to attract and control the attention of the site visitors. However, site visitors are more interested in the content than in the form. According to a study by HubSpot, 76 percent of the users surveyed consider easily found information to be the most important factor in web design. The fast and targeted provision of intuitively findable information is therefore what site visitors expect from the design of a website.
To the study by HubSpot
In design, scientific findings and thus objective data play a particularly important role in the process of graphic design, in addition to a feeling for beauty. The following web design tips are based on results of scientific studies.
1. the loading speed has priority
Test the loading speed. If your website does not load fast enough, visitors will jump off after a few seconds. (Source: Screenshot from teststmysite.thinkwithgoogle.com)
Nobody likes to wait. If the website is not loaded within three seconds, 40 percent of potential visitors leave it again. Studies by Google and Microsoft have shown many years ago that loading speed has an effect on all areas such as visitor satisfaction, bounce rate, conversions and sales. As a result, search engines rank slowly loading pages worse. Therefore always make sure that the page loads as quickly as possible. Google can test your website and give you tips for optimization. The following articles help with optimizations for WordPress, Joomla! and Magento:
2. hick’s law: Increase the conversion rate by a smaller selection
Hiccup’s law states that the more choices a person has, the longer it takes him to make a decision. For this purpose, an interesting test was carried out in a supermarket, ( to test ) test persons could try more or less kinds of jams. The result: The people with more choices were less likely to choose and buy jam in the end than the people with fewer choices.
As a result, you can easily increase conversions by limiting the choices of site visitors. For example, you can reduce the number of menu items, focus on one goal and call-to-action per page, and display only the social media buttons of the networks you are actually active on.
3. the order: important things at the beginning and end
The attention span of site visitors is getting shorter and shorter. Short paragraphs are read, longer paragraphs are skimmed and long paragraphs are skipped.
The primacy recency effect means that readers remember information presented early and late in texts better. This effect is important for optimal marketing: The important information belongs at the beginning and the end of the website. More information about the primacy recency effect
Graphical representation of the primacy recency effect. (Source: /wiki/Serial-position_effect)
> Note: The primacy recency effect is not important for the menu. As a study published in the Journal of Usability shows, the order in which the menu items appear is of secondary importance for success. The home button should be on the left, followed by the items according to your taste. To the Journal of Usability Studies
4. web design and science: controlling attention with colours
A study by EvaQuant on the colours of buttons confirms the importance of colours for directing attention. However, coloured buttons are not always effective – the following tips help to make buttons stand out:
* The button colour should contrast with the background.
* The color of the button and the text it contains should be different.
* The button color should stand out from nearby objects.
About the EyeQuant study
> Tip: Select an action color for all links and buttons that is different from the (passive) corporate colors. Use the action color only for clickable objects.
5. simple language and short paragraphs with a limited number of words per line
Three important tips from studies on the readability of texts:
* The easier the text is to read, the more successful the website, so avoid * long sentences of more than 20 words
* interlaced sentences
* particularly clever words whose meaning hardly anyone knows: even professors prefer simple language.
More tips on the readability of texts ,
* Long paragraphs are skipped by the readers. As a general rule: * Paragraphs should not exceed three to four lines.
* Long lines make reading more difficult. The Web Style Guide recommends no more than twelve words per line and contains much more information – a reading tip!
To the Web Style Guide
The following table illustrates the success of a website after revision of the text.
Success rate Original website Revised website Visitors with low reading skills 46% 82% Visitors with high reading skills 68% 93
6. use photos of people
Photos of people can direct attention to relevant content, (source: /pulse/ here-s-looking-at-you/.)
Photos of people are attractive and are an important tool in web design. The presentation of faces and quotations increases attention and conversion at the same time. This is the important result of a case study by Basecamp. Important: Do not use stock photos! According to a study by NN Groupschauen, visitors look at pictures of real people and filter out stock photos of people. It is also important where the people look: When the eyes look into the camera, visitors only see the person. However, if the person looks at the headline, people also look at the headline or, for example, at a “Order Now” button.
To the Basecamp case study
To the study of the NN Group
The studies and tips presented are only a selection. There are many other studies, whose findings web designers can use for a better page design. We look forward to hearing about your experiences and which scientifically based or gut feeling changes have led to more success for you.